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On the occasion of Pride Month, a focus on one of the most interesting customer segments: LGBTQIA+ travelers. A clientele with habits and expectations that diverge but contribute more than any other to the tourism economy, representing over 10% of global demand and about 16% of total tourism spending. A market that is expected to double by 2030, highlighting the importance of addressing these travelers correctly and fully integrating them into one’s strategy.
Understanding the expectations and needs of the LGBTQIA+ community
Safety above all
While traveling is supposed to be a moment of relaxation, this is far from the case for queer travelers. Indeed, 59% of them have already been victims of discrimination during their stays, according to a study by Booking.com, a fact that is even more concerning for transgender and non-binary people. As a result, 57% expect a certain form of discriminatory behavior from the locals of the destination.
These figures have a real impact on their travel decisions, with 43% of respondents having canceled a trip after realizing that a destination did not support its LGBTQIA+ residents. The choice of destination is therefore crucial and is not only made based on landscapes and attractions.
The Spartacus International Gay Guide’s barometer thus proves to be a valuable tool, ranking countries according to their safety levels. Canada is at the top of the list, along with Malta, New Zealand, Portugal, and Spain.
Unsurprisingly, queer travelers prefer these countries, with 57% of them favoring destinations where LGBTQIA+ tourism is already well-established. However, 43% choose places where their presence could help increase awareness and social acceptance. A choice that is certainly courageous but could also put them in danger.
Currently, many countries remain hostile to welcoming LGBTQIA+ individuals, including Saudi Arabia, Iran, Afghanistan, and Yemen. This hostility is also present within Europe, with countries like Bulgaria, Hungary, and Slovakia passing anti-LGBTQIA+ laws in recent years. The rest of the world is not spared either, with many U.S. states openly hostile toward the community.
“The members of the LGBTQIA+ community may face a range of safety issues when traveling, including harassment, violence, incarceration, and even obstacles to medical and security assistance.” – Frank Harrison, Regional Security Director for the Americas at World Travel Protection…
